The Enchanted Island of Cat Ba: Unveiling the Stories Within

In a report by the World Tourism Organization (UNWTO), a destination aspiring for global reach cannot rely solely on its scenery or climate. The sustainable appeal of a place is determined by three pillars: unique natural and cultural resources, convenient connectivity infrastructure, and distinctive tourism products capable of shaping experiences. In an era where international travelers seek more than just “pretty pictures,” a destination must evoke emotions, ensuring that each return visit offers a distinct experience.

The mesmerizing nature of Okinawa Island, Japan

Just like Jeju, South Korea, gradually stepped out of Seoul’s shadow by narrating stories connected to its nature, people, and local culture; or Okinawa, Japan, developing a unique tourism brand associated with its sea, music, and cuisine; or Siargao, Philippines, becoming a global surfing hotspot due to its community-oriented surfing experiences—all these islands chose to forge their own paths, emphasizing experience personalization over mere showcasing.

In Vietnam, there’s an island quietly yet steadily following in these footsteps, emerging from its cocoon to become a globally recognized name: Cat Ba.

Leveraging the Language of Nature

Located within the core area of the Ha Long – Cat Ba archipelago, a UNESCO-recognized World Natural Heritage site and the first inter-provincial heritage site in Vietnam, Cat Ba boasts an abundance of natural beauty that can captivate any lens. With over 360 large and small islands, pristine forests reaching the water’s edge, untouched beaches, and the extremely rare Cat Ba langur, it’s as if nature itself composed a symphony here.

Two-faced Beach, Cat Ba

However, in a world of clicks and countless destinations promising “blue seas, white sands, and golden sunshine,” nature alone is not enough. So, how do we retell this beauty in a way that captivates a global audience and invites them into our story?

Cat Ba’s transformation begins with accessibility. Previously, reaching the island was a challenge that deterred many domestic and international travelers. However, the introduction of a three-wire sea-crossing cable car, boasting the world’s tallest cable tower, has changed the game. Not only has travel time been reduced to just 15 minutes, but it also offers one of the most breathtaking views of the bay from above. This is not just about infrastructure; it’s about creating an experience from the very start of the journey.

Cat Ba aligns with the world’s trend towards green tourism

On the island, the well-planned transition to electric transportation within the Sun Green City Center Island, developed by Sun Group, underscores a commitment to green tourism. According to Booking.com, 76% of international travelers prioritize sustainability in their choices. Cat Ba resonates with this trend, not just in words but in actions: electric buses and buggies, plastic-free public spaces, and infrastructure planning that prioritizes ecosystem conservation.

Writing New Chapters with Entertainment and Art

For a destination to “speak” to the world, it needs to adopt universal languages: music, lights, performances, and cuisine.

Cat Ba will offer a plethora of entertainment and artistic experiences starting this summer

This summer, in 2025, Cat Ba will debut “The Symphony of the Green Island,” a large-scale jet ski and fireworks show on the waters of Vietnam. With a total investment of nearly VND 200 billion, 20 jet ski performers will strive to set a Guinness World Record during the grand opening in May. But what sets this show apart is its narrative rooted in East Asian mythology—the legend of the Cat Ba crane fairy and the flow of the five elements. It’s a fairy tale told through sound, light, fire, water, and the daring movements of world-class extreme sports athletes. No CGI, no post-production tricks, just pure, unadulterated reality—on the grandest stage of all, the ocean.

A new tourism rhythm is taking shape on Cat Ba Island

Cat Ba is learning from the successes of other destinations: transforming experiences into emotions and journeys into stories. Instead of catering to fleeting visits, Cat Ba invites guests to linger, immersing themselves in the daily rhythms of the island. And when an island learns to tell its story, the world will listen.